Social Media

Marketers Target Front of iPhone 5 Line [PICS]

Days, and sometimes weeks, before a new iPhone or iPad is scheduled to hit stores, lines begin forming in front of Apple retail locations across the country, attracting the notice of passersby and the media.

Given the amount of attention these urban campers draw, it's no surprise that they've become popular targets for marketers.

When the iPhone 4S launched in October 2011, the first two people in line at Apple's 5th Ave. and 59th St. flagship wore bright orange sweatshirts emblazoned with Gazelle's logo in exchange for sponsorship — including a free iPhone 4S — from the gadget reseller.

iPhone casemaker OtterBox equipped campers with ponchos and other survival gear, while the makers of The Milking App brought two cows and a goat to the front of the line to promote its iPhone game, which you can see in the photos below:

And a goat.

Jessica Mellow, First in Line

Jessica makes a sign to commemorate her 18-day long stay outside the Apple store.

Free Hugs

Jessica Mellow, the first in line for the iPhone 4S, gives hugs to everyone else who had already lined up.

It's Raining iPhones

Or, at least it will be.

Many of the same players are back again this year. Gazelle has agreed to purchase iPhones for the first five waiting in line at Apple's flagship stores in Manhattan and Boston, so long as they wear some form of Gazelle swag.

That's according to Jessica Mellow, who held one of the first five spots at the Apple store on 5th Ave. (Mellow also occupied the first spot in the iPhone 4S line last October.)

OtterBox is also back, and in a much bigger way. The casemaker secured a sidewalk permit for the entire block in front of the 5th Ave. Apple store. The company has set up a branded canopy where passerby can examine products and grab a free sticker.

Storm Tussey, a social media strategist at OtterBox, said the company also plans to hand out "survival packs" — backpacks containing fleece blankers, water bottles, ponchos and a waterproof box for valuables. Campers will be able to tweet @OtterBox with requests for food delivery and other services valued under $25 with the hashtag #protectme.

There are also some new companies on the scene. The first person in line was passing out flyers for an app called Vibe, though he refused to say whether he had a commercial relationship with the app-maker. More than one person told me they were offered $800 by a representative from mobile banking app Refundo to wear Refundo-branded gear instead of Gazelle's.

Meanwhile, Occupy Wall Street protesters formed their own line just north of the Apple Street store. "Don't you think it's odd that it's okay for people to camp out to buy a consumer product on that side of the street, and yet one guard threatened to kick my teeth in?" one protester asked.

Marketers at the Apple iPhone 5 Line

Pedro Mendez, a 21-year-old student at Baruch College, holds the seventh place in line at Apple's 5th Ave. and 59th St. store. He said he's disappointed he won't be receiving a free iPhone 5 from Gazelle, and is determined to have one of the first five spots so he can get a free "iPhone 5S" next year.

The scene at 5th Ave and 59th St.

The scene at 5th Ave and 59th St.

Jessica Mellow, 27, and her friend Kennen Thompson, 22, held the first two spots in line for the iPhone 4S. They are wearing Gazelle-branded T-shirts and will receive a free iPhone from the gadget reseller.

Representatives from mobile banking app Refundo allegedly offered some people near the front of the line $800 to wear Refundo-branded gear instead of Gazelle's.

Case-maker OtterBox secured a sidewalk permit for the entire block in front of the 5th Ave. Apple store. The company has set up a branded canopy where passerby can examine products and grab a free sticker.

The scene at 5th Ave and 59th St.

Storm Tussey, a social media strategist OtterBox, said the company also plans to hand out "survival packs" -- backpacks containing fleece blankers, water bottles, ponchos and a waterproof box for valuables.

Campers will be able to tweet @OtterBox with requests for food delivery and other services valued under $25 with the hashtag #protectme.

OtterBox shirts.

Occupy Wall Street protesters formed their own line north of the Apple Store on 59th St.

Photos by Lauren Indvik

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